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REAL BEAUTY SKETCHES

基本信息
行业: 美容与健康
媒体:推广与活动
投放:巴西
语言:英语
风格: Minimalism
说明cnen
Only 4% of women believe they're beautiful. How could we prove to the other 96% that they are more beautiful than they think?
Our idea was to conduct a social experiment: We invited an FBI-trained sketch artist to draw a woman's portrait first according to her own self-description, then according to a strangers' description of her. Throughout, the artist never laid eyes on the women themselves. To close, we held an exhibition comparing the sketches. Women admitted that portraits based on the strangers' description were more beautiful, happier and even more accurate than the portraits based on their own description.
. The film provided striking proof that women are more beautiful than they think.
CAMPAIGN SUCCESS
Ten days in, the conversation exploded in mainstream media:
- 3 billion media impressions (all original stories)
- Segments on The Today show, Good Morning America, NBC news
- Articles in the New York Times,The Guardian, Forbes.com, The Telegraph, Huffington Post
- 118.409 mentions across 6519 sites with a combined readership of 1.6 billion
• 46.4 million youtube views
• The most shared article in the history of mashable.com
• 1.9 million aggregate shares on Facebook
• 208 million Twitter impressions
• 19,153 uses of the hashtag #wearebeautiful
All of which is taking the brand's relationship with people to new heights:
- 14,368% increase in daily rate of tweets about the brand
- 337,000 new fans recruited on Facebook, taking the total to 14 million
- 4.3 million clicks through to the Dove site
- Brand search volumes online increased up to 5 times across markets.
LAUNCHED & EXECUTION
With minimal paid media support, we positioned the film as a social experiment and igniteed a conversation around women's self-perception.
To spread the campaign we used the most talkative, contagious, sharable, viral medium out there: women themselves. Combined with viral videos, a mass PR campaign and the wildfire of social media.
The campaign was launched for Dove's 14 million Facebook fans. Then, we launched a mass PR campaign, with our FBI-trained sketch artist and the women in the experiment appearing on major U.S. and Australia TV programmes.
For reach, a global partnership with YouTube's TrueView platform was optimized across 20 key regions, ensuring views across countries, maximized on efficiency and consumer engagement.
To ignite conversation, we shared it with Dove's 14 million Facebook fans. Promoted tweets and trends on Twitter and paid and owns posts on Facebook, reinforced with highly targeted search.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
文案:
美术指导:
插画:
客户主管:
客户主任:
客户企划:
制作公司:
制片:
导演:
其他职位:Account Director: Ricardo Honegger/Thiago Lima
Head Of Client Service: Valeria Barone
Head Of Digital: Daniel Tartaro
Project Manager: Wagner Gomes
UXD: Pablo Moura/Fred Celestino
Sound Mix: Sam Casas/Lime Studio
Color Grading: Sean Coleman/Company 3
Editorial Grading: Paul Kumpata/Rock Paper Scissor
Online: A52 Staff/A52
奖项
戛纳国际创意节 2014
Lion 创意实效
D&AD 2014
黄铅笔 整合媒体
Integrated
D&AD 2014
提名 白铅笔
Advertising & Marketing Communications
D&AD 2014
年鉴奖 品牌设计
Brand Experience & Environments
The One Show 2014
金铅笔 整合品牌营销
Consumer Campaign
The One Show 2014
优秀奖 品牌改造
Single
戛纳国际创意节 2013
大奖 整合营销钛狮
戛纳国际创意节 2013
金奖 内容与娱乐营销
Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)
戛纳国际创意节 2013
金奖 媒介应用
Best Use of Social Media
戛纳国际创意节 2013
金奖 公关活动
Best Use of Social Media
戛纳国际创意节 2013
金奖 公关活动
Best Integrated Campaign Led by PR
戛纳国际创意节 2013
金奖 推广
Best use of Social Media Marketing in a Promotional Campaign
戛纳国际创意节 2013
金奖 推广
Corporate Image & Information
戛纳国际创意节 2013
银奖 直效
Social Media & Viral Marketing
戛纳国际创意节 2013
银奖 直效
Corporate Image & Information
戛纳国际创意节 2013
铜奖 直效
Best Integrated Campaign Led by Direct Marketing
戛纳国际创意节 2013
铜奖 媒介应用
戛纳国际创意节 2013
铜奖 媒介应用
Corporate Image & Information
伦敦国际广告节 2013
金奖 整合营销
Integration
伦敦国际广告节 2013
金奖 非传统类型
Corporate Image
伦敦国际广告节 2013
金奖 非传统类型
Branded Content
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